Consumers routinely reach for the Yellow Pages to call a plumber 'right now.' You can keep those calls coming afterward.

Full page? Half page. Double truck? No, maybe a "tip-on" on the front cover? Back cover? Full page with one color. What about position? How do I know where my ad will be in the next book? What works? How do I know?

Most plumbing companies rely on the Yellow Pages as their main source for calls. Residential plumbing service is considered a demand service, which means that it is driven by consumers needing service quickly. And most often they are going to turn to the Yellow Pages for a plumber.